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Hilton launches (yet another) brand – are you in the ‘youthful mindset demographic’?

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Hilton announced a brand new hotel brand a couple of weeks ago – Tru.

You won’t be seeing one of these anywhere in Europe for a while, but it interesting to see where it will be positioned.

Tru 1

Fundamentally, hotel chains have usually equated ‘budget’ with ‘dull’.  Your average ibis or Holiday Inn Express hotel does not exactly set the pulse racing.  Interesting, modern design does not necessarily cost more than tediously boring design and there has been a move to develop brands which operate at low price points but are attractive to ‘youthful mindset demographic’ travellers.

Tru 3

Starwood’s Aloft brand is an example of a brand which is targetting this market, although the pricing of these hotels is more Holiday Inn than Holiday Inn Express.  I reviewed the Aloft at Excel in London here, and was impressed.  They are also in Liverpool.

Tru 2

Core features of Tru will include:

  • a large lobby (‘The Hive’) of around 3,000 square feet with spaces for ‘lounging, working, eating and playing’
  • ‘The Play Zone’, a public space with table games and TV’s
  • a reception desk which also doubles as a convenience store
  • free breakfast
  • bedrooms with all-white beds, no desks (a chair will have a small table attached to the arm), large bathrooms, 55 inch TV, lots of plugs, no wardrobes
  • fitness centre
  • free wi-fi
  • 150 TV channels

Tru 4

There are apparently over 100 development agreements signed for Tru although all are in North America so far.  I have generally been impressed with stays at Aloft and similar hotels and I think this may work out OK for Hilton.

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Comments (41)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • Enigma368 says:

    I am probably a bit old now at 32 but I never use the wardrobe and more plugs is always a good thing. I do use the desks in pretty much every hotel room though, I would be reluctant to book one without a desk..

    • John says:

      I am often surprised at the dearth of plug sockets in some supposedly top end hotels. I usually have 3 devices which need charging and my wife has at least 2, generally the limiting factor is the number of adaptors we have but sometimes it isn’t.

      I suppose they will say they offer a wakeup call service but I prefer to use my phone alarm. Yet often enough to be annoying, there won’t be a socket where I can plug in my phone within reach of the bed (and I don’t want to unplug the lamp, if there is one)

      • Hingeless says:

        I have solved this problem by getting a charger with multiple USB sockets, you can charge 4 devices from 1 socket, and it takes up less space than multiple chargers

        • mark2 says:

          agreed; I have one with interchangeable mains sockets – UK, rest of Europe, N America for about £12 from Amazon.

      • Andrew says:

        Lack of adapters is solved by taking a gang socket and one adapter, that way one adapter can serve 4 plugs!

      • Fenny says:

        I agree about the lack of sockets near the bed. I was at a Hilton at the weekend. 2 sockets by the desk, so I could plug in my multi-charger for phone and tablet and laptop. But when I wanted to use the laptop on the bed, I had to unplug a lamp. Then I discovered that this socket was switched via the main room light switch, so had to leave the room lights on to keep using the laptop.

      • YL says:

        I regularly find the power socket near the desk is so low that I am unable to plug my Macbook charger!

  • John says:

    Sounds a lot like Accor’s (terrific) Mama Shelters.

  • James says:


    Yeah, no.

  • Mark1980 says:

    Off topic slightly but looking at booking the Hilton Dubai the walk. Never had access to an exec lounge before but acquired diamond status through the recent match offer. I’ve looked on the relevant flyertalk forum and can see the following is offered:

    The lounge is open from 6AM to 9PM and serves:
    – Breakfast from 6AM to 11AM
    – Afternoon Tea from 3PM to 5PM
    – Happy Hour from 6PM to 8PM

    However I was just wondering what is offered outside of those times? Nothing? Just drinks? Alcoholic or soft?

    Also what’s the usual policy for children in exec lounges? We have a 10 month old.

    • James says:

      If it’s like most executive lounges you’ll be able to get a beer, glass of wine or soft drink. Some nibbles. Children should be fine.

      • Guesswho2000 says:

        I’ve never been in a Hilton exec lounge which offers alcohol outside the afternoon tea/evening canapés times, it’s usually just soft drinks or tea/coffee and some nibbles (nuts, crisps, cakes, depending on where you go).

      • Simmo says:

        In my experience:
        Alcohol during the evening, (only once during afternoon tea also).
        Bangkok, Phuket – drinks during the day available at a cost.

    • Andrew (@andrewseftel) says:

      During the day, I would expect tea/coffee/soft drinks and some light snacks (nuts, crackers, biscuits, perhaps some cakes). After 8pm, they might also leave out the pudding items from the cocktail hour.

      • harry says:

        Ashamed to say I never went to a hotel Lounge. They weren’t very common when I was FTSE 100, going back a few years now.

        If you fancied a bevvy or 6, is 6 OK?

        Are there self-pour hotel Lounges?

        • TimS says:

          In my experience the Hiltons have been self-pour. In fact in my experience there is often no staff in attendance.

    • Martin N says:

      We went to the Hilton Dubai Walk at Christmas last year. Yes, children are allowed in the lounge. The lounge was open outside of the main hours, we could always pick up a soft drink etc. It’s a great hotel, rooms are very large (apartment style).

      • Mark1980 says:

        Thanks Martin, that’s great to know. So children were allowed in even during happy hour?

  • andrius says:

    Looks a lot like Comfort hotels in Scandinavia and Baltics, or at least the ones opened in the last 5 or so years

  • Will says:

    Aloft confuses me. The ones in the UK are priced at a level that puts them slightly above HIX but below Hilton etc.

    In the US they seem to be very pricey. I have just booked a stay as I was curious. I could have stayed at a Westin for $10 less and for $60 less I had the pick of a Hilton, Sheraton, Marriott and Doubletree.

  • Rob says:

    Thanks, will give this a plug here and on Shopper Points.

  • Steve says:

    CitizernM copy?

This article is closed to new comments. Feel free to ask your question in the HfP forums.

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